'Hello I'm are over here!' - Attracting people to your business.

'Hello I'm are over here!' - Attracting people to your business.

By Robin Hawksworth

 Source : http://www.rdhawksworth.com 

How many people know your business exists right now? Sit down and think about it for a moment.....

It is probably humbling to know that the number is a lot lower than you actually think. (don't worry everyone else's number is lower too) If we are to be really critical with ourselves, then we have to admit that our effort levels in getting noticed are lacking even if we do feel offer up a sporadic gem in our communication. Depending on how you choose to analyse it, I would bet that most businesses would love a few more more customers to know they exist.

Being able to grab someone's attention 'is the number one'  component to you business succeeding in 2016/17. If you can make someone stop for just a few seconds during their busy day and actually take notice of you, then you will have the permission to interact with them and maybe gain them as a customer down the line. In today's noisy world, a potential customers attention is hard to obtain so think what is to come tomorrow as our competitors realise they too need to gain more attention, interact more and execute more on a daily basis.

Shouting does not work anymore!

Growing up in an analogue world, it was always those who shouted the loudest or spent the most money that got my attention. The magazines I read, charged me to all them to place advertising in 50% of their pages..Yes, you know who you are... ESQUIRE/GQ. TV channels ran spots more frequently depending on the thickness of the clients wallet and the billboards all sang your messages. Today outside of live sports and some Fashion stalwart publications this way of attracting an audience is becoming less relevant. So why is your businesses still focusing on this style of marketing? OK maybe not on TV or in magazines but I see it daily popping up on my smart phone. This does not work anymore as it does not 'bring value' to me as your potential customer. In fact most of the time if you just look for a quick sale then I will block, un-follow or at least swipe past you.

So how can you get noticed?

Offer an amazingly brilliant unique experience...

Firstly you must be unique to get noticed. In the hospitality world you should never set out to be the next Nando's or Starbucks as they are already dominating in the space you wish to own. Most established brands already have many imitators, do you just want to be another one? No of course not. You must be unique and ensure that you offer your customers a experience second to none. Serving a unique experience that drips with quality is the only way that people will remark on you, share you and recommend you!

Organically build, one customer at a time.

 one customer at a time. Ensure that each and ever customer feels part of your success by simply listened to them while growing your business with integrity. This will guarantee you loyalty from your audience. Your business should always fill a desire, meet a need or save time for your customers, however these needs change year on year so by listening you can to adapt to trends. Remember that regular customers will have close friends that share common values and likes, if they like you then they will introduce their friends to you, safe in the knowledge you will satisfy them!

Direct target your advertisements.

You can still 'pay to play' if that is what you wish with your advertising but this has to be targeted. The 'average customer' does not exist anymore so just throwing your money at campaigns is the quickest way to loose your hard earned green. Use promoted posts and targeted posts on social media that allows you to target small groups of people who would like your product. Do not forget when I say advertise, this does not mean sell, sell, sell, but rather send out content that tells us about you, your product, your story so we are aware you exist.

Asking for help.

No many of us will ever ask for help. As soon as we consider this as a business option the doubting voices in our head start to get louder. But why can't we ask for help? Why not talk to others in your profession or suppliers to help you build your business. I recently (this week) walked past a wine business that closed its doors even though it is situated next door to a busy restaurant and two doors away from one of the largest hotels in the city. Why did they not ask for help and offer wines on consignment to these two businesses. Imagine if your restaurant/hotel only paid each month for wines that you sold. Would you have helped this struggling wine importer? Probably as it benefited you.

Build a local community.

It is strange that we like to socialise with our business colleagues at conferences, meetings or even over a cold beverage but we very rarely do business together. By this I do not mean those who buy B2B from each other. I mean those who share customers, could advertise together or whose business share the same zones in our cities, why can they not build together. Imagine you reaching out to those business around you and share expenses so you all get noticed more. Add in some charity work that also brings value to your immediate community and you will all win new customers. Equally if you have a blog or video show that highlights happenings in your community then seek out those who you can introduce to your on line fan base for free! 'Yes for Free' as over time this will come back to you as the businesses become successful

Interact socially (real and virtual)

I saved the best until last. Interact social with those who visit you or follow you. Most businesses communicate on a one way street, they feel that their job is to send out the message of this is what we have to sell and this is where we are. If anyone, like me, uses social media daily you will notice those who are winning are those willing to spend the time interact on a personal level. Those who are really killing it add value through content and free information. It really works, give free talks in your community, offer up free advice on line, offer up articles on products you sell and above all have honest open conversations.

Oh yes.... one last one. THANK PEOPLE! Every one has a choice, if someone chooses to turn up to your business, thank them for doing so!